Maybe Seth Godin explained it best (or was it first?:) ) in Purple Cow, but the plain truth is if you can’t show your prospects and clients what makes you different from your competition and then lead them to see how this difference equates to an improvement in their situation (business or personal), you won’t earn their business. Why should anyone make a change if they don’t see an improvement. After all, the devil I know is the better than the devil I don’t….most adults HATE change and without the (hated) change equating to a powerful benefit, the change will not happen.

How can you be different (i.e. better?) How can you stand out in a sea of sameness?